It can be really hard to reach abortion-minded women with a small budget at your disposal. Through our years of working with Pregnancy Centers and reaching out to others to see if we can help them, the primary reason cited that a clinic can’t use Handiwork Marketing is budgetary. Whether you have $100 a month to spend or $10,000 a month, there are many ways we can help you grow your reach.
I wrote this eBook for that very reason. I want to give smaller clinics that don’t have the budget to hire help some basic guides to using these tools, in order that they may still reach women with a small budget. Here are some tools I touch on in the eBook with a brief description:
Chances are, you’re reading this thinking one of a few things:
- How on earth can I use Adwords for my clinic?
- I have Google Grants – no need to pay for Ads.
- I would use Adwords but I don’t have time to make them work right.
You know what makes donors happy? Results. I personally donate to a few different organizations, and I have stopped donating to some purely because I couldn’t see any change or growth from the organization. I then researched other options and moved my money to an organization I had more faith in. Google Adwords is one of the quickest ways to drive results for a pregnancy center that I have experienced.
I have a rotating text excerpt on the site that says “We often bring abortion-minded women to our clients sites at under $25 per lead. That means for every $25 (or less), one woman considering abortion is able to find a light and a message of hope and love…” In fact, you may see that very ad on this post. The point is, those are numbers you can take to a potential donor and say, “Sir/Ma’am, Did you know that for every $25 you donate, we’re able to bring 1 woman to our clinic via online advertising? That’s basically saying for a $2500 donation, we can reach out to 100 women!” Donors love knowing that their money is working!Donors love knowing that their money is working!
Whether you take on Google Adwords in-house, you hire Handiwork Marketing to do it, or you find another source – make sure they’re putting time and energy into making your donated dollars work. With Adwords, you can totally reach women with a small budget or a large budget.
Facebook has evolved into much more than a social network. Where Google advertising shines for initial outreach and grabbing people looking for a specific product or service, Facebook shines at figuring out the details of that person and allowing you more intimate, targeted advertising. With Facebook advertising, you can specifically target young women that are pregnant and live in a certain situation. You can target different ethnicities, languages, neighborhoods, or women with different interests. Where I would consider Adwords the “first line of defense,” I would consider Facebook more of a service that meets the woman where they are in order for your center to show them love and hope.
Furthermore, with Facebook, you may show up in a friend’s feed causing that friend to add encouragement to the pregnant woman to visit. Social proof is one of the most powerful means of finding new potential clients. Facebook ads are also incredibly cost effective and are another great way to reach women with a small budget.Social proof is one of the most powerful means of finding new potential clients.
Keyword Research / Search Engine Optimization
The last key approach in my new eBook is the idea of researching keywords to fully optimize your pregnancy center’s website. This is a free method, and you can find inexpensive tools to further help you find the best keywords. I also provide a great spreadsheet in the eBook that you can use to build a keyword-to-page relationship guide called “The Keyword Matrix.” Keywords are important – not only for Search Engine Marketing – but for advertising, print marketing, and more. Keywords will help you build a consistent message and help you maintain consistent branding.
Here’s the thing: I’m in this business not only to support my family but to help revitalize the movement. I want a pregnant woman to feel loved, to have resources, and – ultimately – find Christ if she doesn’t already have a relationship with him. I want the family connected to a woman facing the abortion decision to follow that same path. I want the child to experience the fullness of life that God has in store for him or her. This eBook is a small step in this direction. I want pregnancy centers with a small budget available to them to find real, usable steps they can take to reach women today. I want larger pregnancy centers to realize what they are missing by looking through this guide and seeing the smallest steps that can be taken to enter a much larger arena.
I want pregnancy centers with a small budget available to them to still find real, usable steps they can take today.
So, in conclusion, whether you hire Handiwork Marketing or you try to handle as much as you can in your pregnancy clinic or organization, I want you to have these tools to start growing your outreach and using your donors’ dollars responsibly. We want to help you reach women with a small budget or large budget.